EMI Music and Live Gamer Partner to Create Social Monetization Apps on Facebook

NEW YORK, NY--(Marketwire - Oct 11, 2011) - Live Gamer (www.livegamer.com), the world's first combined digital commerce and advertising platform for the interactive entertainment industry, and EMI Music, one of the world's leading music companies and home to some of the most successful and best known recording artists, have partnered to bring highly effective social game mechanics and new ways of building fan engagement and commercial opportunities to Facebook artist pages.

The first artist to benefit from this collaboration is EMI Music/Virgin Records UK rap star, Professor Green. Professor Green fans are now able to launch into "The Inconvenience Store" directly from the artist's Facebook fan page and buy Greenbacks, a virtual currency, with real money or earn Greenpoints, virtual credits, by watching artist videos, answering trivia questions and engaging in other aspects of the Professor Green's digital life. Each class of currency is then redeemable for virtual goods.

The Inconvenience Store leverages Live Gamer's flagship Elements platform to handle e-wallet, catalog management, storefronts and merchandising, and also takes full advantage of new features on the Facebook platform for users to share, collect and message out to friends and other Professor Green fans.

"EMI Music is always looking to develop and support exciting new ways for people everywhere to interact with their favorite artists," said Neil Tinegate, VP Digital Projects at EMI Music. "Live Gamer's expertise in virtual goods and engagement combined with the global reach of the Facebook platform gives our artists, starting with Professor Green, a whole range of new opportunities to reach out to and engage directly with their fans."

"EMI Music is one of the first labels to truly recognize the opportunity for new fan experiences that take full advantage of game mechanics and social monetization opportunities," said Andrew Schneider, President and Co-Founder for Live Gamer. "By leveraging our e-commerce solutions that have been proven in for years in the online games industry, we're able to create a powerful direct-to-consumer experience channel to millions of Facebook fans for EMI." Live Gamer technology has been driving revenue online since 2001, and offers a total revenue offering for online entertainment companies, including international payment gateways, advanced virtual goods merchandising functionality, deep analytics, virtual item gifting, virtual currencies, item storefronts, robust catalog management, cash-in flows, a video engagement platform and much more.

Visit EMI's first dynamic fan page for Professor Green here. To learn more about Live Gamer and its virtual items management solutions, visit www.livegamer.com.

About Live Gamer
Live Gamer (www.livegamer.com) is the world's first combined digital commerce and advertising platform. With an advanced microtransaction and virtual economy engine, global payment gateways, worldwide ad network and video incentive advertising platform, Live Gamer helps online entertainment companies drive maximize revenue from their content, and connects advertisers to a network of over 48 million users. Live Gamer's technology has been adopted by leading publishers in gaming, entertainment and social including Facebook, Electronic Arts, EMI, Take 2, Sony Online, Namco Networks, REAL Networks and THQ. Advertisers on the Live Gamer Media network include Blizzard, KFC, Best Buy and Sony Computer Entertainment. For more information on Live Gamer and its Elements, Ad Elements, and gamerDNA media services, please visit www.livegamer.com.